Brand Manager, Coleman (Global)

Brand Manager, Coleman (Global)

Job Number:

2400487United States-Georgia-Atlanta

Newell Brands:

Newell is a leading $9B global consumer products organization with over 29,000 employees and more than 70 beloved brands. Newell’s vision is to light up every moments by being a consumer led marketing organization that leverages innovation and base business management to be the growth engine for the enterprise! We are on a journey to accelerate brand market share growth by transforming into a brand management led organization.

Coleman® : When the Outside Calls, Coleman helps you answer.

From home to campsite and the outdoor experiences in between, Coleman is there to help you create genuine moments and lasting connections wherever life takes you.

Throughout its history, Coleman has never lost sight of the most important thing – connecting friends and families with the best of the outside.

Position Summary:

The Brand Manager position on Coleman will be deeply involved in building and executing plans for future growth.

• Work across the business units with all key functions – Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for Oster Professional
• Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
• Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
• Leverage eComm and DTC data to improve omnichannel performance
• Manage the business with an eye towards speed and focus on increasing profitability
• Drive the innovation process to deliver new products that create category growth and increase Newell gross margin

The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels.

Key Responsibilities:

• Helps build annual brand marketing and business plan
• Helps deliver revenue and profit targets by delivery key initiatives on time and in full
• Manage A&P budget
• Leads the majority of New Item and Innovation projects; Partners with PMO to ensure cross functional readiness for innovation gate meetings
• Partners with finance to deliver accurate innovation forecasts; Leverages finance for decision support to ensure choices consider the full impact
• Understands consumer target and ensures everything serves the consumer target
• Writes briefs for consumer insights projects; Partners with insights team to ensure research has a clear purpose and will be actionable; Responsible for reviewing research output and recommending actions in partnership with Insights team
• Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning
• Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improve in market assortment
• Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
• Calculates the ROI of events, advertising and projects; Leverages data and an ROI mindset to select projects
• Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan
• Studies key competitors to identify the competition’s price and promotion strategy
• Support customer teams to unlock new distribution (selling decks, sell sheets, samples,
• Conduct in-market store checks quarterly
• Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target
• Participates in the creative strategy development process
• Authors creative briefs for many digital marketing executions
• Partners with eComm and Digital Marketing team to run A/B testing on creative to quickly isolate best content and invest in it
• Participates in media mix modeling process; Applies insights to improve business performance

Required Experience/Qualifications:

• A four-year college degree, MBA preferred.
• 3+ years of brand management experience
• Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
• Prior experience in CPG (Consumer Products) or a Durables organization
• Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
• Demonstrated ability to deliver results